Danish ad tech company Adform has partnered with Research Now, a digital market research company, to help advertisers optimise campaign delivery, measurement, and performance.

The partnership will see Research Now’s first-party data integrated into Adform’s Advertiser Edge advertising platform, enabling publishers, agencies, and corporations to get better at reaching the right consumers at the right time on the right device.

Research Now has data of over 11m professionals and consumers from more than 40 countries that has been compiled based on its partnerships with over 60 global brands, whose members agree to be included in the database. This first-party data will be combined with third-party data for advertising targeting and measurement. Adform’s clients will also be able to access Research Now’s Audience Validation solution to view the exposed audience to a cross-device digital campaign to ensure they are reaching their intended audience effectively.

“As data-driven marketing raises expectations of both marketers and consumers for more relevant communications and engagement, agencies and advertisers increasingly need more precise consumer information,” said Gary S. Laben, Research Now CEO. “Research Now data is a source of critical information for more actionable insights and accurate audience activation and measurement. We are committed to working with leading companies such as Adform to power better results and competitive advantage based on our core strength of digital research data.”

The integration of Research Now’s first-party data is immediately available in the US, the UK, Germany, Italy, France, Spain, and Australia. Adform says it will roll out Research Now’s Audience Validation solution to all global markets.